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论文编号：	8100
作者编号：	2220130967
上传时间：	2015/12/22 11:09:45
中文题目：	中信银行基于公私联动下的营销策略研究
英文题目：	The Study of China CITIC Bank on Marketing strategy based on Public-Private Interaction
指导老师：	薛有志
中文关键字：	关键字：商业银行、公私联动、整合营销、协同营销
英文关键字：	Key words: Commercial Bank, Public-Private Interaction, Integrated Marketing, Collaborative marketing
中文摘要：	2008年美国次贷危机的爆发引发了全球性的经济危机，致使全球经济倒退的程度和广度堪比美国上个世纪三十年代的经济大萧条时期，全球的经济形势至今仍处于疲弱复苏的状态。而我国在通货膨胀和利率管制逐渐放宽的背景下，金融脱媒和利率市场化政策不断推进和发展，单一的存贷款利差盈利模式已经不能满足当前的市场竞争，商业银行面临进一步转型。因此，为了创造竞争优势、获得长远利益、商业银行应加强对内在资源的不断交换和整合，联合开展营销活动，以客户需求为重心，深度挖掘客户潜在需求和价值，培育新盈利和新增长点。本研究充分结合了中信银行的实际情况，在了解中信银行建立和发展背景的基础上，浅析了当前的业务优势和劣势，制定公私联动下营销策略并加以运用，旨在通过市场营销理论知识系统分析公私联动视角下商业银行行业营销的模式、契机和定位，并以此为基础总结出商业银行公私联动视角下营销策略，讨论商业银行在公私联动视角下营销策略的实践方向和理论分析。本文得出的结论如下：第一、通过对文献的分析，阐述我国公私联动下营销策略的发展和现状。第二、通过对中信银行中信城支行的北京市丰台区万泉寺住宅小区A地块拆迁项目、北京市中阳系企业企业代发服务方案、北京市出租车行业综合金融服务方案三个案例加以分析，总结出商业银行公私联动下营销策略的作用机制。第三、通过上述研究方法，总结公私联动对商业银行业务发展的重要意义和影响，浅析商业银行在公私联动营销策略方面发展道路和应用的几点思考。
英文摘要：	In 2008, the U.S. Sub-prime mortgage crisis triggered a global economic crisis. As a result, the global economic suffered a great recession which can be comparable with the recession of the United States in the thirty's of last century. However, the global economy is still in the state of recovery. What's more, Under the background of the inflation and the relax of the policy to control interest rate, the Financial disintermediation and interest rate liberalization in our country develop gradually. The single profit model, loan-deposit interest margin,cannot satisfied with the serious market competition. Due to this situation, the commercial bank in china face the need of a further transformation. Therefore, in order to create a competitive advantage, achieve to a long-term interests, commercial banks should strengthen their ability to exchange and integrate their internal resources, to carry out joint marketing activities, take the customer demand as the most important thing, to dig more deeply of the potential customer's needs and values, to cultivate new profit growth point. With the combination of the actual situation of China CITIC Bank, we design the strategy of Public-Private Interaction based on the analysis of the current business strengths and weaknesses of China CITIC Bank. The purpose of this study is to analysis the Integrated Marketing's pattern, opportunity and position basis in China's Commercial Bank from the Aspect of Public-Private Interaction based on the marketing theory. Based on that, we want to summarize the strategy of the Integrated Marketing in the aspect of Public-Private Interaction and discuss the direction of practice and theoretical analysis. The conclusions of this paper are as follows: First of all, state the development and status of public-private interaction and Integrated Marketing in China. Second, through the analysis of three cases of the CITIC City Branch of the CITIC Bank, which are a relocation project of A plots of a residential community in Wan Quan Si of Fengtai District, a payroll service project of Zhongyang business enterprises, a compound financial service program of Beijing city taxi industry, we want to analyze and summarize the effect mechanism of Integrated Marketing of commercial banks from te aspect of public-private interaction. Third, through the above research methods, we want to summarize the significance and influence of this project and provide some thoughts and advice on the development and application in the respect of integrated marketing and public-private interaction of commercial banks.
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